Lectures Marketing management: Chapter 3 - ThS. Nguyễn Tiến Dũng
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Lectures "Marketing management - Chapter 3: Collecting information and forecasting demand" provides students with the knowledge: Components of a modern marketing, information system, internal records, marketing intelligence, analyzing the macroenvironment, forecasting and demand measurement. Invite you to refer to the disclosures.
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Nội dung Text: Lectures Marketing management: Chapter 3 - ThS. Nguyễn Tiến Dũng
- CHAPTER 3 COLLECTING INFORMATION AND FORECASTING DEMAND Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn
- Chapter Questions ● What are the components of a modern marketing information system? ● What are useful internal records for such a system? ● What makes up a marketing intelligence system? ● What are some influential macroenvironment developments? ● How can companies accurately measure and forecast demand? © Nguyễn Tiến Dũng Marketing Management 2
- Chapter Main Contents 1. Components of a Modern Marketing Information System 2. Internal Records 3. Marketing Intelligence 4. Analyzing the Macroenvironment 5. Forecasting and Demand Measurement © Nguyễn Tiến Dũng Marketing Management 3
- © Nguyễn Tiến Dũng Marketing Management 4
- Types of Marketing Information ● Internal & External ● Event and research information ● Statistics-based & market research-based © Nguyễn Tiến Dũng Marketing Management 5
- 1. Components of an MIS ● MIS (Marketing Information System) ● A marketing information system consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. © Nguyễn Tiến Dũng Marketing Management 6
- © Nguyễn Tiến Dũng Marketing Management 7
- 2. Internal Records ● Order-to-payment cycle ● Sales information system ● Databases, warehousing, data mining © Nguyễn Tiến Dũng Marketing Management 8
- 3. Marketing Intelligence System ● Definition of Marketing Intelligence System ● Collecting Marketing Intelligence on the Internet ● Communicating and Acting on Marketing Intelligence © Nguyễn Tiến Dũng Marketing Management 9
- Definition of Marketing Intelligence System ● A marketing intelligence system is a set of procedures and sources that managers use to obtain everyday information about developments in the marketing environment. ● The internal records system supplies results data, but the marketing intelligence system supplies happenings data. ● Methods: ● reading books, newspapers, and trade publications; ● talking to customers, suppliers, and distributors; ● monitoring social media on the Internet; ● meeting with other company managers. © Nguyễn Tiến Dũng Marketing Management 10
- Improving Marketing Intelligence 1. Train and motivate the sales force to spot and report new developments 2. Motivate distributors, retailers, and other intermediaries to pass along important intelligence. 3. Hire external experts to collect intelligence 4. Network internally and externally. 5. Set up a customer advisory panel. 6. Take advantage of government-related data resources. 7. Purchase information from outside research firms and vendors. 8. Collecting marketing intelligence on the Internet. © Nguyễn Tiến Dũng Marketing Management 11
- Table 3.2 Secondary Commercial Data Sources ● Nielsen ● MRCA ● Information Resources ● SAMI/Burke ● Simmons ● Arbitron © Nguyễn Tiến Dũng Marketing Management 12
- Collecting Marketing Intelligence on the Internet ● Independent customer goods and service review forums: Epinions.com, RateItAll.com, ConsumerReview.com and Bizrate.com … ● Distributor or sales agent feedback sites ● Combination sites offering customer reviews and expert opinions ● Customer complaint sites ● Public blogs © Nguyễn Tiến Dũng Marketing Management 13
- 4. Analyzing Macroenvironments ● Needs and Trends ● Identifying the Major Forces ● The Demographic Environment ● The Economic Environment ● The Sociocultural Environment ● The Natural Environment ● The Technological Environment ● The Political-Legal Environment © Nguyễn Tiến Dũng Marketing Management 14
- Needs and Trends ● Fads: unpredictable, short-lived, and without social, economic, and political significance.” ● Trends ● a more predictable and durable than a fad; ● reveal the shape of the future and can provide strategic direction. ● Example: health and nutrition awareness has brought increased government regulation and negative publicity for firms seen as peddling unhealthy food. ● Megatrends: ● a “large social, economic, political, and technological change [that] is slow to form, and once in place, influences us for some time—between seven and ten years, or longer.” © Nguyễn Tiến Dũng Marketing Management 15
- Trends Shaping the Business Landscape ● Profound shifts in centers of ● Increase in demand for economic activity natural resources ● Increases in public-sector ● Emergence of new global activity industry structures ● Change in consumer ● Ubiquitous access to landscape information ● Technological connectivity ● Management shifts from art ● Scarcity of well-trained to science talent ● Increase in scrutiny of big business practices © Nguyễn Tiến Dũng Marketing Management 16
- Macro-Environmental Forces ● Demographic ● Economic ● Socio-cultural ● Natural ● Technological ● Political-legal © Nguyễn Tiến Dũng Marketing Management 17
- Population and Demographics ● Population growth ● Educational groups ● Population age mix ● Household patterns ● Ethnic markets ● Geographical shifts © Nguyễn Tiến Dũng Marketing Management 18
- © Nguyễn Tiến Dũng Marketing Management 19
- Economic Environment ● Income Distribution ● Savings, Debt, and Credit ● Four types of economies based on the industrial structure: ● subsistence economies like Papua New Guinea, with few opportunities for marketers; ● raw-material-exporting economies like Democratic Republic of Congo (copper) and Saudi Arabia (oil), with good markets for equipment, tools, supplies, and luxury goods for the rich; ● industrializing economies like India, Egypt, and the Philippines, where a new rich class and a growing middle class demand new types of goods; and ● industrial economies like Western Europe, with rich markets for all sorts of goods. Marketing Management
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